Here’s the catch:

🚫 High motivation but hard to do? Change is unlikely.
🚫 Easy to do but low motivation? Change is unlikely.
🚫 High motivation + easy to do but no CTA? Change is unlikely.

✨ The magic happens when motivation is high, it’s easy to act, and there’s a clear CTA.

3. What Motivates Your Audience? Examples of the 3 Core Motivators

To craft impactful content, you need to understand the three core motivators:

1️⃣ Sensation (Physical)

Pleasure vs. Pain: People seek pleasure and avoid pain.

• Example for Pleasure:
  • Spa service: “Long weekend, too short for a vacation but too long to stay in the city? Treat yourself to a luxurious spa retreat—your perfect short getaway.”
• Example for Pain Avoidance:
  • Pain relief product: “Tired of back pain? Discover our non-invasive treatment for lasting relief.”

2️⃣ Anticipation (Emotional)

Hope vs. Fear: Hope inspires action, while fear (used ethically) can motivate decisions.

• Example for Hope:
  • Career coaching: “Achieve your dream job faster with our proven strategies.”
• Example for Fear:
  • Cybersecurity tool: “Don’t let hackers steal your data—protect your business today.”

3️⃣ Belonging (Social)

Acceptance vs. Rejection: People want to feel connected and valued.

• Example for Acceptance:
  • Community-focused brand: “Join a network of like-minded professionals and grow together.”
• Example for Rejection Avoidance:
  • Personal development course: “Stop feeling left behind—unlock your potential now.”

💡 Pro Tip: Combine these motivators to connect on multiple levels. For instance, a fitness program ad could appeal to:

• Sensation: Feel energized.
• Anticipation: Achieve your dream body.
• Belonging: Join a supportive community.